R U OK? Day Campaign Via AKQA Media Asks Aussies To Check In With Each Other

R U OK? Day Campaign Via AKQA Media Asks Aussies To Check In With Each Other
B&T Magazine
Edited by B&T Magazine

R U OK? has partnered with AKQA Media to develop and launch the 2021 R U OK? Day campaign.

This year’s campaign theme is “Are they really OK? Ask them today.”

This is a timely message that seeks to encourage Aussies to stay connected to those close to them, checking in earnestly and often to provide support in what has been a challenging period for everyone.

The campaign, which consists of two 30 second TVCs, was produced by The Makers and voiced by R U OK? ambassadors Casey Donovan and Rob Mills.

It also features R U OK? community ambassadors Ming Johanson and Lachlan McTackett who highlight the importance of being there for each other every day.

Commenting on the campaign, Rob Mills, R U OK? ambassador said, “we are continuing to break down the stigma, which is why campaigns like this are so important.”

“I am really happy with the end result as both pieces feel like a genuine conversation. Real people, real stories of those who have done it tough, needed a chat and had a mate come in and ask the question.”

“We’ve always been struck by the power and simplicity of the “R U OK?” question. When speaking to people on the ground and hearing their stories, it came home that it’s a behaviour that really should be weaved into the daily fabric of our relationships. Working with inspirational R U OK? Community Ambassadors like Ming and Lachlan to tell that story was both a privilege and a delight,” said Maya Mausli, strategy partner, AKQA Media.

“We absolutely loved working with R U OK? and AKQA Media on this heartfelt piece. While the current restrictions presented some production challenges, we feel it’s more important than ever to hero those stories of authentic care for one another,” said Maren Smith, head of production, The Makers.

The campaign was officially launched on The Project last night and will be supported by activity across TV, Radio, Digital, Social and OOH.


Client: R U OK?

Creative: AKQA Media

Executive Creative & Strategy Director: Yash Murthy

Strategy Partner: Maya Mausli

Senior Social Manager: Lauren Mathieson

Social & Motion Creative: Sarah Sweeney

Group Account Director: Manuella Perche Production

Production Company: The Makers

Director: Jake Ward

Senior Producer: Lucy Whirledge

Head of Production: Maren Smith

Editor: Oliver Trauth-Goik

Sound Design & Mix: Matt Perrott

Mighty Sound Grade: Alina Bermingham

DOP, Newcastle: Jake Ward

Production Facilitation, Perth: Sandbox Productions

Producer, Perth: Jenny Crabb

DOP, Perth: Ross Metcalf

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